Great Branding Considers Flexibility
Great branding is important if you want to see your company succeed and make a strong impression with buyers. But, while most businesses understand that elements like logos, visuals, and taglines are all key ingredients for brand, they may neglect something that’s just as important to the process: having a plan for expanding that brand in the future.
Regardless of where your company is right now – whether you’re a fresh new startup or an established industry leader – your brand is going to evolve and develop over time, just like the rest of your organization. If you don’t have a certain amount of flexibility and adaptability in your strategy, then your brand is going to become outdated, and will eventually have to be replaced (instead of being upgraded).
Let’s look at some of the ways you can build a more flexible and adaptable brand…
Use Concepts, Not Hard Rules
When building your brand, look for certain styles, messages, and themes that stand out. Decide what the personality of your business should be, and what space you want to fill in the market, before attempting to decide on particular logos, fonts, and design choices.
The concepts you consciously choose will remain part of your brand for years, and maybe even decades, in the future. Meanwhile, the individual applications (which are the designs in marketing pieces) can be altered or updated while still remaining consistent with your initial goals.
Think Ahead For Flexibility
It’s easy to paint yourself into a corner with branding by emphasizing non-permanent elements of your company. Easy examples of this are logos that feature a person, company names and brand identities that are built around a specific address or location, arcane acronyms and so on.
Certainly, these types of tactics can work. Sometimes, they can even endure after the company has outgrown those initial identities. For the sake of simplicity and flexibility, however, it’s much easier to begin with a brand that has lots of room to grow than it is to overcome those limitations down the road.
Emphasize Quality and Creativity
One of the most important things you can do to ensure the durability and flexibility of your brand is to invest in quality creative work. The better your brand is from the beginning, the more likely you are to want to stick with it as your business grows and succeeds.
That means getting great design, but also looking for expert help as you plan and launch your brand. Make the extra investment to get things right, because you don’t want to end up with a faulty or incomplete brand identity that holds your company back when it matters later.
Fixed objects and messages can be beautiful, but they rarely survive day-to-day use in the business world. That’s especially true with the various components of your brand, which may need to be altered, adjusted, and updated to keep pace with your organization and industry.
Know that, and make flexibility part of your strategy. With these things in mind, you won’t find yourself tied to a brand that will be out of touch with the future of your business.